2. Consuming and Sharing
Content on LinkedIn
Module 2
This module will cover the
first steps to become more
active on LinkedIn by
engaging and sharing
content on the platform.
3. Source: Mindset Divide Research, TNS, September 2012.
Personal Networks Professional Networks
Career info
Updates on brands
Industry Trends
Info on friends
Info on personal interests
Entertainment updates
1
2
3
“Spend Time” “Invest Time”
• Top 3 content types expected on personal vs professional networks:
• Professional mindset is ideal for brand education and content
• On LinkedIn, Content pages receive x7 more page views than job pages
Understand the mindset
Content on LinkedIn
4. The definitive professional publishing platform
Use LinkedIn to increase your knowledge
GroupsSlideShare InfluencersPulse
Content on LinkedIn
5. So how do you start
engaging with content?
Content on LinkedIn
6. 1. Follow your clients and competitors
• Stay informed by following your clients LinkedIn
page
• Keep your competitive edge by following their
direct competitors also
• You should also make sure you are following your
agency’s company page, as well as agency
competitors
Content on LinkedIn
7. 2. Follow News Channels in Pulse
• Pulse is your personalised business newsfeed
• You can view Pulse on desktop or download the
LinkedIn Pulse App
• Follow news via verticals that you work or are
interested in via LinkedIn Pulse
• Personalise your Pulse experience (Find under
Pulse in the Interests tab in the top navigation of
your LinkedIn homepage)
• Follow news or industry leaders you are interested
in to be served relevant news articles relevant to
you and your industry
• You will then start to be served news in Pulse that is
tailored to you under Your News
• Share news stories that you feel will be of interest to
your network
Content on LinkedIn
8. 3. Join groups
• Increase profile views by engaging via groups: People or post or engage in group discussions get an average of
x4 many profile views
• Join groups that are of interest to you (find under Groups in the Interests tab in the top navigation of your
LinkedIn homepage)
• Join the discussion, post in group discussions and don’t be afraid to have an opinion
Content on LinkedIn
9. 4. Gain Insights from LinkedIn Influencers
Content on LinkedIn
• Follow Influencers (find under Discover
the Pulse tab in the top navigation of
your LinkedIn homepage)
• Notable Influencers from Media,
Marketing & Technology include:
- Jeff Weiner
- Ryan Holmes
- Pete Cashmore
- Sir Martin Sorrell
- Angela Ahrendts
- Claire Diaz-Oritz
• Australian Influencers include:
- Mike Smith
- Naomi Simson
- Alex Malley
- Janine Allis
10. 5. Share content with status updates
• Include links to content – articles, infographics, other bits of content you
found interesting, topical or thought provoking. Share your opinion and
add an insight on this
• Upload a photo – share photos and insights from events, interesting
things happening in your office, campaigns you see that you like
Content on LinkedIn
11. 6. Tell visual stories in the stream with SlideShare
• Slideshare allows you to tell a visual story in the LinkedIn feed, has major SEO ranking impact and is a good
forum to build your personal or company brand
• Upload your presentations to Slideshare, then share back to LinkedIn (Slideshare will prompt you to do this
anyway!)
Content on LinkedIn
Editor's Notes
With that in mind – why do I need to be on LI
Many of you might think about LI as a job board, etc.
When you are on personal networks – spend time
Professional networks – invest time
Another key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests
Professional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.
You can build relationships with professionals by sharing insights and listening.
There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these.
SlideShare – upload you presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profile
Groups – We have over 2M groups on LinkedIn – connect with other professionals with similar interests to you. Collaborate, share, discuss
Pulse – Consume content on the topics that interest you.
Influencers – Follow industry influencers
We also have member publishign, which hopefully you’ve heard of. We’re going to dive deeper into that in a little bit.